DETROIT -- General Motors CFO Dan Ammann says Cadillac will steer clear of what he sees as a "volume-at-all-costs mentality" among competitors battling for the luxury sales crown.
German luxury brands BMW, Mercedes-Benz and Audi have accelerated their new-model introductions as they seek to attract new groups of buyers in one of the industry's most competitive segments. But Ammann told Automotive News on Monday that Cadillac won't try to match its German competitors model for model.
"We're not going to be in every single segment that they're in," Ammann said. That is partly because Cadillac is starting from a relatively small base and still is building out its core portfolio, he said.
"In some ways, I think that not having the pressure to sell the last incremental car at whatever cost … is actually not a bad place to be right now," Ammann said.
New entrants from the German companies include the Mercedes CLA sedan, which arrives in September starting at $30,825, including shipping; and a planned Audi A3 sedan, both aimed at younger buyers. BMW recently introduced the X1 small crossover, while Audi is expected to counter with a U.S. launch of its Q3 crossover.
"Continuing to move down price points, and microsegmentation of all of these little categories, all seems to be driven by a sort of volume-at-all-costs mentality," Ammann said. "What that does long term for brand health I think remains to be seen."
Cadillac's lineup remains smaller than those of its German rivals, despite the launch of two new nameplates in the past year: the ATS compact and XTS large sedan.